MULTICULTURAL CAPITAL MANAGEMENT FOR CREATIVE HERITAGE TOURISM IN THE OLD THONBURI RIVERSIDE AREA

Abstract

Introduction: Cultural capital is a crucial strategic factor in creating differentiation and added value for products and services, particularly in the tourism industry driven by experience-driven tourism and local identity. Objective: 1. Analyze and categorize cultural capital in the historic waterfront area of the Chao Phraya River, Thonburi. 2. examine existing cultural capital management approaches; and (3) propose a multicultural capital management model to foster sustainable creative tourism development. Method: A qualitative research methodology. Data was collected through documentary analysis, participant observation, and in-depth interviews with 20 key informants, including community leaders, local sages, entrepreneurs, and academic experts in cultural tourism. Data was analyzed using content analysis and validated through data triangulation. Results: That the Thonburi waterfront area possesses robust and distinctive cultural capital, specifically in terms of Intangible Cultural Heritage (ICH). This is reflected through the traditional way of life and the harmonious coexistence of a multicultural society comprising Buddhist, Christian, and Muslim communities. However, current management practices lack a systematic mechanism to effectively integrate such capital into the tourism value chain. Consequently, the researcher proposes the "4D Model" for cultural capital management, which consists of D1: Creative Tourism Promotion – Focuses on co-creating collaborative, experience-based activities. D2: Cultural Conservation & Inheritance – Emphasizes proactive preservation and the transmission of traditional wisdom. D3: Community Livelihood Enhancement – Aims to uplift the grassroots economy through equitable income distribution. D4: Community Relations & Governance – Strengthens governance and social ties within the multicultural community. Conclusion: The study highlights that sustainability is derived not merely from commercial transactions but from the effective management of relationships. By implementing the 4D Model, the Thonburi area can be transformed from a mere tourist transit point into a "living multicultural learning hub" that simultaneously generates local revenue and preserves cultural identity for future generations.